NOVEMBER 2022

VOlUME 05 ISSUE 11 NOVEMBER 2022
The Influence of Perceived E-Service Quality, Promotional Mix, Brand Awareness and Online Repurchase Intention
1Hasnah Rimiyati ,2Tegar Khoirul Azmi
1,2Universitas Muhammadiyah Yogyakarta Indonesia
DOI : https://doi.org/10.47191/ijsshr/v5-i11-40

Google Scholar Download Pdf
ABSTRACT

This study aims to analyze and explain the effect of online service quality, promotion mix, and brand awareness on repurchase intention. This research was conducted on students using OVO in Yogyakarta, with a total sample of 140 respondents obtained through the method of distributing questionnaires using google form. The sampling technique used is purposive sampling method. The analytical method used is the Multiple Linear Regression Analysis method which is processed using the Statistical Package for Social Sciences (SPSS) program. The results of this study indicate that Perceived E-Service Quality has a positive and significant effect on repurchase intention; Promotional Mix has a positive and significant effect on repurchase intention; and Brand Awareness has a positive and significant effect on repurchase intention.

KEYWORDS:

Perceived E-Service Quality, Promotional Mix, Brand Awareness, Repurchase Intention.

REFERENCES

1) Abrilia, N. D., & Sudarwanto, T. (2020). Pengaruh Persepsi Kemudahan dan Fitur Layanan Terhadap Minat Menggunakan E-Wallet Pada Aplikasi Dana di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(3).

2) Al-Abdallah, G., & Abou-Moghli, A. 2012. the Effect of Promotional Mix on Internet Adoption in Jordanian Small and Medium Enterprises. European Scientific Journal, 8(12), 96–112. Retrieved from http://eujournal.org /index.php/esj/ article/view/182

3) Bulut, A. Z. 2015. “Determinants of repurchase intention in online shopping: a Turkish consumer’s perspective”. International Journal of Business and Social Science, Vol.6 No.10, pp. 55–63

4) Budiman, A., Yulianto, E., & Saifi, M. (2020). Pengaruh E-service Quality terhadap E-satisfaction dan E-loyalty Nasabah Pengguna Mandiri Online. Profit: Jurnal Administrasi Bisnis, 14(1), 1-11.

5) Chin, W. W. (1998). The Partial Least Squares Approach to Structural Equation Modeling. Modern Methods for Business Research, 295, 336

6) Chung, I., & Lee, M. 2003. A Study of Influencing Factors for Repurchase Intention in Internet Shopping Mall, 0(C).

7) Della Prisanti, M. (2017). Pengaruh E-Service Quality Dan E-Trus Terhadap E-Customer Satisfaction Serta Implikasinya Terhadap Ecustomer Loyalty. Journal of Business Studies, 2(1), 19-38.

8) Dharma, N. P. S. A., & Sukaatmadja, I. P. G. (2015). Pengaruh Citra Merek, Kesadaran Merek, dan Kualitas Produk terhadap Keputusan Membeli Produk Apple. E-Jurnal Manajemen, 4(10).

9) Durianto, Darmadi, Sugiarto, & Lie Joko Budiman. (2004). Brand Equity Ten, Strategi Memimpin Pasar. Jakarta: Gramedia: Pustaka Utama

10) Ermawati, P. W., Sudiro, A., & Khusniyah, N. (2016). Pengaruh Kesadaran Merek dan Asosiasi Merek terhadap Ekuitas Merek pada Pelanggan Hypermarket di Kota Malang. Jurnal Aplikasi Manajemen, 14(2), 373-386.

11) Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2014). Trust, satisfaction, and online repurchase intention: The moderating role of perceived effectiveness of e-commerce institutional mechanisms. Mis Quarterly, 38(2)

12) Ferdinand, Augusty. 2002. Metode Penelitian Manajemen. Semarang: Badan Penerbit Universitas Diponegoro.

13) Fikri, M., & Lisdayanti, A. (2020). Analysing Promotion Mix and Perceived Usefulness of e-Wallets: A case of Linkaja applications in Indonesia. International Journal of Finance & Banking Studies, 9(1), 76-84.

14) Fiona, D. R., & Hidayat, W. (2020). Pengaruh Promosi penjualan dan E-Service Quality terhadap Minat Beli Ulang Melalui Kepuasan Pelanggan (Studi pada pelanggan Gopay di Jabodetabek). Jurnal Ilmu Administrasi Bisnis, 9(1), 333-341.

15) Fitriana, I. (2020). Pengaruh E-Service Quality dan E-Trust Terhadap E-Satisfaction (Survei pada Mahasiswa Pengguna OVO di FISIP Universitas Lampung). Jurnal Kompetitif Bisnis, 1(4), 7-7.

16) Ghozali, Imam. (2016) Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23. Edisi 8. Semarang: Badan Penerbit Universitas Diponegoro.

17) Hair, et.al. (2010). Multivariate Data Analysis (7th ed). United States: Pearson.

18) Hume, M., and Mort, G.S. (2010). “The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts”. Journal of Services Marketing, Vol.24 No.2, pp. 170-182.

19) Khairunissa, K., Suharyono, S., & Yulianto, E. (2017). Pengaruh Bauran Promosi Keputusan Pembelian Dan Kepuasan Pelanggan (Survei Pada Mahasiswa Binus University Yang Menggunakan Jasa Go-Jek Di Jakarta). Jurnal Administrasi Bisnis, 46(2), 37-45.

20) Kim, Changsu, Galliers, Robert D., Ryood, Joo-Han, Shinc, Namchul and Kime, Jongheon. (2012). Factors Influencing Internet Shopping Value and Customer Repurchase Intention. Electronic Commerce Research and Applications. Vol. 11 (4): 374-387.

21) Kotller, P., & Armstrong, G. (2018). Principles of Marketing, 17th Global Edition. United Kingdom: Pearson.

22) Laudon, K., dan Laudon, J. (2009). Management Information Systems: International Edition, 11/E. Pearson Higher Education, 2009.

23) Lin, C., & Lekhawipat, W. (2014). Factors affecting online repurchase intention. Industrial Management & Data Systems, 114(4), 597-611.

24) Luthfiana, N. A., & Hadi, S. P. (2019). Pengaruh Promosi Penjualan dan E-service Quality Terhadap Minat Beli Ulang (Studi pada Pembeli di Marketplace Shopee). Jurnal Ilmu Administrasi Bisnis, 8(2), 97-104.

25) Moslehi, H., & Haeri, F. A. 2016. Effects of Promotion on Perceived Quality and Repurchase Intention, 4(12), pp. 457–461.

26) Padilah, P., & Madiawati, P. N. (2020). Pengaruh E-Service Quality, Bauran Promosi, dan Brand Awareness Terhadap Minat Beli Ulang Pada Pengguna dana di Bandung, eProceedings of Management, 7(2).

27) Petahiang, I. L., Mekel, P., & Worang, F. G. (2015). the Influence of Brand Awareness and Perceived Risk Toward Consumer Purchase Intention on Online Store (Case Study of the Customer at FEB Unsrat Manado). Jurnal Berkala Ilmiah Efisiensi, 15(04), 12.

28) Pranata, Z., & Permana, D. (2021). Identifying the Role of Brand Loyalty in the Relationship between Brand Awareness, Brand Association and Repurchase Intention. European Journal of Business and Management Research, 6(1), 129-133.

29) Priansa, D. J. (2017). Komunikasi Pemasaran Terpandu. Bandung: Pustaka Setia.

30) Priansa, D. J. (2017). Perilaku Konsumen dalam Kontemporer. Bandung: Pustaka Setia.

31) Puriwat, W., & Tripopsakul, S. (2017). Mobile banking adoption in Thailand: an integration of Technology Acceptance Model and Mobile Service Quality.

32) Razak, N., Themba, O. S., & Sjahruddin, H. (2019). Brand awareness as predictors of repurchase intention: Brand attitude as a moderator. Advances in Social Sciences Research Journal, 6(2) 541-554.

33) Saragih, M. E., & Hasbi, I. (2021). Pengaruh E-service Quality Terhadap Minat Beli Ulang Konsumen Linkaja. eProceedings of Management, 8(1).

34) Sekaran, U., & Bougie, R. (2017). Metode Penelitian Pendidikan Untuk Bisnis Edisi 6. Jakarta: Salemba Empat.

35) Shafiee, M. M., & Bazargan, N. A. (2018). Behavioral customer loyalty in online shopping: the role of e-service quality and e-recovery. Journal of theoretical and applied electronic commerce research, 13(1), 26-38.

36) Silaen, E., & Prabawani, B. (2019). Pengaruh persepsi kemudahan menggunakan e-wallet dan persepsi manfaat serta promosi terhadap minat beli ulang saldo e-wallet Ovo. Jurnal Ilmu Administrasi Bisnis, 8(4), 155-163.

37) Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Bandung: CV Alfabeta.

38) Świtała, M., Gamrot, W., Reformat, B., & Bilińska-Reformat, K. (2018). The influence of brand awareness and brand image on brand equity–an empirical study of logistics service providers. Journal of Economics & Management, 33, 96-119.

39) Tjiptono, F., & Chandra, G. (2016). Service, Quality, Satisfaction. Yogyakarta: Andi.

40) Wariki, G. M., Mananeke, L., & Tawas, H. (2015). Pengaruh Bauran Promosi, Persepsi Harga Dan Lokasi Terhadap Keputusan Pembelian Dan Kepuasan Konsumen Pada Perumahan Tamansari Metropolitan Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(2).

41) Ward, S.-J. (2008). The consumer-perceived risk associated with the intention to purchase online. Stellenbosch University.

42) Winadi, J. S. (2017). Hubungan word of mouth dengan brand awareness teh kotak. Jurnal E-Komunikasi, (online), 5 (1) Https://media.neliti.com/media/publications/185778-id-hubungan-word-of-mouth-dengan-brand-awar.pdf), diakses 10 September 2020.

43) Wu, L. Y., Chen, K. Y., Chen, P. Y., & Cheng, S. L. (2014). Perceived value, transaction cost, and repurchase-intention in online shopping: A relational exchange perspective. Journal of Business Research, 67(1), 2768-2776.

44) Zehir, C., & Narcıkara, E. (2016). E-service quality and e-recovery service quality: Effects on value perceptions and loyalty intentions. Procedia-Social and Behavioral Sciences, 229, 427-443.

45) Zeithaml, V. A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn. Journal of the academy of marketing science, 28(1), 67-85.

46) Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice (Vol. 115). Cambridge, MA: Marketing Science Institute.

47) Zeithaml, V, A (2002), “Service excellence in electronic channels”, Managing Service Quality, Vol. 12 No. 3, pp. 135-138.

VOlUME 05 ISSUE 11 NOVEMBER 2022

Indexed In

Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar Avatar